Optimization Testing 101: Part 2 – 4 Reasons for Site Testing « Get Elastic Ecommerce Blog

According to Jupiter Research, 73% of marketers aren’t doing any testing whatsoever, with 49% having no plans to do so. Before I share 4 compelling reasons why you should be testing, let’s look at some of the reasons why marketers aren’t testing:

  • Lack of resources (in-house talent, budget for tool or consultants)
  • Lack of tool (now with Google Website Optimizer this is less of an issue)
  • Lack of buy-in from upper management
  • Lack of ownership of the testing process
  • IT bottlenecks
  • Lack of understanding of the value of testing / don’t think it’s important
  • Not sure what to test, how to prioritize testing opportunities or how to take action on results
  • Lack of understanding of tools or testing methods

Despite these challenges, serious Web marketers should push to overcome them and get testing capabilities because testing is the only way to truly know what works and what doesn’t for your site based on the combination of your industry, customers and product mix.

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i try to be ironic..
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